The other day, I was looking around my apartment and noticed the six or so plants we keep atop our window sills.
What did they all have in common? They were wilting and they looked…pretty sad, to say the least. That is until my partner got home and watered them after noticing their dreadful appearance.
I’ve always told myself I don’t have a green thumb, that I’m not instinctually gifted at taking care of house plants.
But…isn’t that a bit odd? Being a digital marketer, you’d I’d be naturally inclined to nurture things in order to help them grow!
Here’s the thing, though — I’m far superior as a lead nurturer than a plant nurturer. And if you’re in the same boat, I’m happy to have you aboard, because today, we’re discussing one of my favorite digital marketing topics:
Lead nurturing!
So sit back and relax as I break down the top 5 most effective lead nurturing strategies for savvy digital marketers like you!
Guess what? We have a brand new resource to share — it just came out today! Download and read our brand new Lead Nurturing 101 Guide to learn the lead nurturing basics before you dive into strategy.
1. Implement lead scoring
Lead scoring is one of the best lead nurturing strategies around (so we figure it’s a great place to start!).
With effective lead scoring tactics and processes, you will be able to determine which leads you should focus your time (and eventual lead nurturing) on.
Rank prospects on a scale that represents the perceived value of each lead to decide who deserves your best-and-brightest lead nurturing and digital marketing efforts.
One of the best ways to implement lead scoring is with marketing automation. You’ll be able to assign numeric values to certain website browsing behaviors, conversion events, and more with this software’s powerful features and abilities.
To learn more about the process of lead scoring, be sure to download our free How To: Lead Scoring guide and don’t forget to snag your Lead Scoring Worksheets!
2. Get Sales & Marketing on the same page
Your lead nurturing capabilities will only go as far as the same page-ness of your Sales & Marketing departments.
Create shared expectations, goals, and responsibilities for these two teams ASAP in order to see substantial progress in the lead nurturing department.
You will want to establish who “owns” lead nurturing strategies, initiatives, and executions — and before you ask, there’s no “right” way to do this! Some organizations have their marketing department own everything lead nurturing, while others rely almost entirely on sales.
Here at Net-Results, we’re about 70/30 (70% Marketing, 30% Sales).
But just remember — whatever works! Communication is key when it comes to any relationship, and lead nurturing strategy discussions between Sales & Marketing is no different.
3. Personalized and targeted content
As you may have noticed, I could talk about personalized content until the cows come home. But there’s a method to my madness, people.
Personalized and targeted content is the ultimate lead nurturing strategy — it’s guaranteed to win every time!
For the ultimate rundown on why personalization matters in marketing automation, click here.
The leads you’re intending to nurture want to get content that is intriguing, entertaining, and pertinent to their specific interests and goals. Don’t just send them the same content you’re sending out to everyone else on your list — get down in the nitty-gritty and find out what they need at this point in their journey toward becoming (hopefully) a customer.
Personalization takes a lot of time and tons of effort, but it’s vital for turning cold leads into red-hot, smokin’ prospects!
One of the best ways to send personalized and targeted content is with the use of segments and/or dynamic content — both are available via the Net-Results platform.
4. Retargeting
Patrick Rafferty from Online Optimism once said, “I would say that the best way to nurture leads is through a combination of email marketing and retargeting across multiple platforms.”
We have to agree with Patrick here!
Retargeting is essential for optimal lead nurturing processes and pursuits.
Why? Because each time your lead sees your logo, reads your mission, and hears about your product(s), you’re that much closer to closing the sale.
Customers rarely buy upon first meeting, especially when it’s a new brand. Build rapport and trust by retargeting your leads and providing (here it is again!) personalized and tailor-made content that’s relevant to them and their buying process.
5. One-on-one interactions
This strategy is often overlooked, and that’s a darn shame. People still crave that human connection that’s often left out of digital marketing and sales tactics.
It’s hard to get that one-on-one time with leads, especially during a pandemic, but here are a few ways that you can still make these important connections:
- Connect with leads on social media
- Throw lead nurturing on your SDRs (maybe have them make personalized video intros for new leads — that’s a new and effective strategy we’re seeing these days!)
- Offer to speak with them one-one-one via video call
One-on-one interactions are a great use of your time because once a lead has made a personal connection with the brand they’re considering buying from, you’re halfway there.
It’s much harder to say no to a company once you’ve seen their actual face!
Lead nurturing is essential to gain new clients and customers, but there are several effective strategies you can use to make it easy (and fun).
And if you need any further assistance when it comes to lead nurturing or marketing automation in general, feel free to reach out and schedule a 20-minute chat with our team. We’d love to connect with you!
Cheers to your success,
Lexie Robbins
Marketing @ Net-Results
